Every year, 40,000 Americans owe their lives to first responders. We worked with the phone network millions of first responders rely on to tell the stories of a special few who had been saved — 11 NFL players and a head coach. Their stories became a 12-part film series, 30-minute CBS documentary and an official NFL jersey that honored the impact of first responders. The film series culminated in a Super Bowl commercial that inspired hundreds of thousands to show their appreciation for America’s unsung heroes.

A trailer for the film series launched during the AFC and NFC Championship football games and took over the conversation on Twitter.

12-PART FILM SERIES

We combed the country to find our team and the first responders who saved them. Their raw and honest stories aired on television and online and became the emotional heart of the campaign.

AN OFFICIAL NFL JERSEY

Every team needs a uniform. We designed one for ours inspired by the uniforms of the men and women who saved their lives.

Additional jerseys were auctioned for charity and sent to influencers who had also been saved by first responders.

SUPER BOWL FINALE

The film series culminated in a 90-second Super Bowl commercial that dove deeper into the story of the coach of The Team That Wouldn’t Be Here, and real-life head coach of the Los Angeles Chargers. It became the most talked about Super Bowl commercial online.

A TELEVISION SHOW

We combined all 12 stories to create one final poignant moment — a 30-minute documentary that aired the night after Super Bowl Sunday during primetime on CBS.

GROWING THE TEAM

We worked with R/GA to capture thousands more stories of Americans who wouldn’t be here without first responders.

They shared their thanks, and we made sure the first responders heard them with geo-targeting that served each post directly to their location — ensuring they knew their bravery was appreciated.